Target runs commercial featuring generic “garlic festival”

A still from the commercial taken at a garlic festival that

A recent TV advertisement for Target featuring two people eating
a generic

garlic ice cream

at an equivocal

garlic festival

has Gilroyans singing praises for their hometown; leaving
comments on YouTube such as

born and raised in Gilroy and the timing couldn’t be better for
this commercial! July 29th, 30th
&
amp; 31st – See you there!

A recent TV advertisement for Target featuring two people eating a generic “garlic ice cream” at an equivocal “garlic festival” has Gilroyans singing praises for their hometown; leaving comments on YouTube such as “born and raised in Gilroy and the timing couldn’t be better for this commercial! July 29th, 30th & 31st – See you there!”

However, the word “Gilroy” doesn’t actually appear anywhere in the clip – a minor detail indicative of Target’s cautious tiptoeing around branding legalities.

Nevertheless, Brian Bowe, executive director of the Gilroy Garlic Festival, thinks the ad is “pretty darn funny.”

As for whether the commercial was actually filmed during a past Gilroy Garlic Festival, “the popular consensus among those of us who critically analyzed it say it wasn’t ours,” said Bowe, who added jokingly, “but we’ll take full credit for it anyway.”

Which goes to show, Garlic Festival gurus like Bowe know their paraphernalia.

True to his observation, the ad was not shot in Gilroy. Rather, it was staged on a set in Los Angeles, according to Target spokeswoman Jessica Carlson, who said the concept was a “general inspiration from lots of garlic festivals across the country.”

Still, Bowe said the association has received cheerful feedback and Facebook postings from all over the country. People seem to be getting a kick out the unofficial hail to the Garlic Capital, he said.

In response to whether or not the association would have sought royalties, had Target shot a commercial on location during the legitimate Gilroy Garlic Festival, “publicity is a good thing,” Bowe reminded.

“We’re never looking to go after anybody for something like that,” he clarified. “That’s not what we’re about. The fact that people think that it’s our event – that’s great.”

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